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McCann Bucharest Turn Veggies into Superheroes to Inspire Romanian Kids to Eat Healthily

The 'Veggie Heroes' campaign for Ahold Delhaize Supermarkets helped to increase the sales of fruits and veg in Romania by 300%

McCann Bucharest Turn Veggies into Superheroes to Inspire Romanian Kids to Eat Healthily

According to the Romanian Health Ministry data, 1 in 4 kids is overweight or obese. So, how do you convince kids to eat boring fruits and vegetables when the store shelves are full of colourfully packaged sweets?

You even the odds by packaging fruits and vegetables in super hero costumes that draw kids like magnets.

By designing special packaging, Mega Image - one of the biggest supermarket chains in Romania, part of global retail chain Ahold Delhaize – turned a carrot into a rocket, an eggplant into an astronaut, a cauliflower into a sheep. And the list continues as 8 of their most nutritious fruits and vegetables were turned into super heroes.A storybook with tales about each character was also published and it accompanied the vegetables purchases in the store. This helped parents transform healthy eating into an imaginative experience for their kids. The result of the campaign was that fruit and vegetables sales increased up to 300% and in store traffic increased by 11%.

Catalin Dobre, Chief Creative Officer, McCann Worldgroup Romania says:“What we wanted was for kids to drag their parents to the fruits and vegetable shelfs, just like they were doing until now in front of the sweets shelf. Of course all parents want to please their kids and buy them the stuff their want, but now they can do this while also making sure they eat healthy”
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Advertiser: Mega Image Romania

Creative Agency

Creative Agency: Mccann Bucharest

Copywriter: Ioana Zamir

Chief Creative Officer: Catalin Dobre

Art Directors: Alin Sirbu, Ion Cojocaru

Genre: Experiential